Tabasco 150th anniversary Dinner

Since 1868, Tabasco has established a reputation for its iconic hot pepper sauce worldwide. To celebrate the brand's 150th anniversary, The PR Department was tasked with creating an experiential activation to generate buzz and excitement around the milestone, while educating Canadians on the history and products of the brand. The goal was to show the product as an ingredient as opposed to a topping to inspire consumers to use Tabasco beyond its present use. We closed a rooftop in Montreal’s trendy Mile End and built a restaurant. The guest experience was mapped out to bring attendees through the history of Tabasco from field to table. Guests entered through the loading dock, which was transformed into the Avery Island warehouse (where Tabasco sauce is made) with plants and oak barrels. A service elevator with suspended plants and posters brought guests to the top floor in groups. The elevator operators welcomed guests and explained how to participate in a social media contest. Guests were then walked through the main key messages for the event: history, ingredients and the Tabasco Family of Flavours through various displays. From there they arrived at the kitchen where they saw the chefs in action and the dinner menu in oversize decals. Finally, they were welcomed onto the terrace for dinner with a glass of wine. There, they were able to taste the various Tabasco sauces and main ingredients to the sound of a DJ.